24 October 2013

SOCIAL FOODOGRAPHY

‘Social Foodography’ is a progression of
JWT India Planning’s initiative ‘Juniper Wheat Tabasco: Perspectives on Foods'. In this report, JWT curates digital content from
over 50 online sources to explore what the foodies are doing and what the food brands do.

Automotive buyers
actively use the internet to research company news on new products and user
reviews to help make brand decisions. Mobile phone buyers take pride in being
ahead of the curve on new product news and use the internet to build their
sense of expertise. Foodies on the other hand contribute to colorful content
creation and use the internet to express their creativity.

The study finds out that there is a gap between what the foodies are doing and what the food brands do. While Indian food brands are going where the Foodies are, they are not doing what the Foodies are doing.

‘Social
Foodography’ explores reasons and resources for brands to curate consistent,
visually-compelling, social personasthat
simultaneously mimic and inspire their target consumer’s Foodie lifestyle. It recommends that aspirational Indian food brands that
want to communicate a lifestyle should acknowledge the
implications of Social Foodography as a branding vehicle.

For more details on the complete study, please write to mythili.chandrasekar@jwt.com

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ABOUT JWT

JWT is one of the oldest and most prestigious advertising agency brands in the world, and was the first to be associated with anthropology and the study of consumer behaviour. It’s also the first ad agency in the world to recognize and embrace the new reality that, with time at a premium, advertising needs to focus not on catching people’s attention, but on buying their time. www.jwt.com